Honesty or Fakery? Feminism as a strategic focus for brands on Instagram

DOI: https://doi.org/10.5209/hics.82794
Keywords: Instagram, Digital Femenism, Brand Activism, Femvertising, Strategy

Abstract

Digital feminism has recently gained prominence in society as a result of the growing defence of feminist values in different social networks by influencers. In addition, brands are aware that they must communicate authentically to be relevant to their consumers. In this context, a content analysis of 415 posts from 5 of the most relevant Spanish feminist Instagrammers is proposed. The results show that the influencers combine their organic content with commercial content and that the nexus lies in content related to the themes of sorority and empowerment. Messages that bring together the interests of both parties (Instagrammers and brands) will be more credible and closer to followers.

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Author Biography

Celia Rangel-Pérez, Universidad Complutense de Madrid

Celia Rangel-Pérez

Celia Rangel-Pérez is a Graduate and Post graduate professor at Universidad Complutense de Madrid (Madrid, Spain). She is investigating subjects related to strategy, communication, brand management, intangible assets, corporate social responsibility, and contributions to teaching from research. She also has worked for more than 17 years in positions related to Communication, Branding and Strategy, for various sectors and companies.

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Published
2022-11-15
How to Cite
López Vázquez B. y Rangel-Pérez C. (2022). Honesty or Fakery? Feminism as a strategic focus for brands on Instagram. Historia y Comunicación Social, 27(2), 415-424. https://doi.org/10.5209/hics.82794
Issue
Vol. 27 No. 2 (2022): Monográfico: Comunicación y Movimientos Feministas
Section
Monografía

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